February 7, 2025 • 18 mins
Want access to the book? go to PlatformGrowthBooks.com
The Three Secrets to Selling Anything: A Masterclass in Product Launches
This episode delves into 'The Three Secrets to Selling Anything,' using the case study of Popeyes' legendary chicken sandwich launch in 2019. The narrative explores how anticipation, buzz, and urgency can transform any product launch into a massive success. It shares actionable strategies for both big brands and small businesses to implement these principles through a 'two-week lazy launch' framework. Learn how to create a psychological journey for your customers, ensuring your offers are irresistible and sold out in no time. The episode also addresses common pitfalls in launches and offers a step-by-step guide for a successful product release.
00:00 Introduction: The Three Secrets to Selling Anything
00:03 The Popeyes Chicken Sandwich Case Study
01:39 Applying the Secrets to Your Own Business
03:11 Why Most Product Launches Fail
04:50 The Two-Week Lazy Launch Method
06:53 Step-by-Step Implementation of the Three Secrets
13:03 Brainstorming Your Launch Plan
17:01 Key Takeaways
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello and welcome to the market.
(00:01):
Your message show.
I'm your host, JonathanMilligan.
And we are going through thethird book in the series.
Validate your offer.
This is an important bookbecause a lot of people will
start their business online.
And then they're trying tofigure out how do I create
(00:21):
something that people will wantand how do I do it without
wasting time?
And that's what this third bookin my book series is all about.
Now as a thank you for being aloyal podcast listener, I am
making the audio book availableone chapter at a time every
single week.
And as you're listening to this,we are currently going through
(00:43):
that.
Validate your offer.
Now, if you ever want the audiobook or you want the book or the
workbook, you can go to platformgrowth, books.com again, it's
platform, growth books.com, andyou could order one of those.
And of course, listen, as you gothrough the book or use the
workbook to implement what youhear.
(01:06):
In each episode.
So with that being said, let'sjump right in to today's
chapter.
Speaker 47 (01:12):
Chapter 15.
The Three Secrets to SellingAnything.
You're scrolling through yourTwitter feed before it became
known as X, and it's August2019.
Suddenly, you see a tweet fromPopeyes.
It's an image of their newchicken sandwich.
It has a subtle jab at theirrival, Chick fil A.
But they didn't know this tweetwould start an unprecedented
(01:33):
fast food frenzy.
Within days, the Popeyes chickensandwich was the talk of the
internet.
Social media was flooded withreviews, memes, and debates.
People were lining up for hoursjust to get a taste.
The buzz was so intense thatPopeye's locations started
running out of the sandwich.
But here's the genius part.
Instead of rushing to restock,Popeye's let the anticipation
(01:56):
build.
They made a public announcementthat the sandwich would be back
soon.
People were marking theircalendars, setting reminders,
telling their friends.
The urgency was palpable.
When that sandwich returned Youhad to be first in line.
And boy, did that strategy payoff.
(02:16):
When the sandwich made itstriumphant return in November,
people waited in lines thatwrapped around city blocks.
Drive thru lanes caused trafficjams.
Popeyes sold as many chickensandwiches in two weeks.
As they had projected to sellthrough the end of September.
The Popeye's chicken sandwichcraze is a masterclass in
selling anything.
(02:37):
It shows the three secrets,anticipation, buzz, and urgency.
They tease the product, let thepublic anticipation and social
media buzz reach a fever pitch,and then created a sense of now
or never urgency.
This chapter is all aboutharnessing those same three
secrets for your own offer.
(02:57):
Whether you're selling aphysical product, a digital
course, or a service, theprinciples are the same.
Build anticipation.
Generate buzz and createurgency.
And you'll have customers liningup virtual blocks to buy from
you.
Now you might be thinking that'sgreat for a big brand like
Popeye's, but how does thisapply to my small business?
(03:18):
The truth is these secrets work,no matter your size or industry.
They can be even more powerfulfor small businesses and
personal brands.
This is because you have theagility and personal touch that
big corporations can only dreamof.
In this chapter, we're going todive into exactly how to
implement anticipation, buzz,and urgency in your next offer
(03:40):
launch.
I'll show you how to use asimple two week lazy launch
plan.
It will test your offer idea andget your first sales.
It will also appeal to the fourmain types of buyers.
Here's the thing.
When you master these threesecrets, you're not just
creating a successful launch.
You're building a loyal fan baseof customers who are eager to
(04:03):
buy from you again and again.
You're setting yourself up forlong term sustainable success.
So get ready to take some notesbecause we're about to unlock
the psychology of selling.
By the end of this chapter,you'll have a proven plan for
turning your offer idea into asold out success.
Let's dive in.
Speaker 48 (04:21):
The missing ingredients.
Why most product launches fallflat.
Let's talk about the typicalapproach to launching a product
or service.
Most people pour their heart andsoul into creating something
amazing.
They spend weeks, months, maybeeven years perfecting their
offer.
And then when it's finallyready, they put it out into the
(04:42):
world and wait.
They post about it on socialmedia, maybe send an email to
their list and then hope thatthe sales will start rolling in.
But more often than not.
They're met with crickets.
A few nibbles here and there,but nothing like the flood of
sales they were hoping for.
So what's going wrong?
Why aren't people flocking tobuy this incredible thing you've
created?
(05:03):
The problem is that most peoplelack three key ingredients for a
successful launch.
Anticipation, buzz, and urgency.
They're relying on the inherentvalue of their product or
service to sell itself.
But the truth is, even the bestoffer can fall flat without the
right launch strategy.
Think about it.
When was the last time youbought something and Just
(05:24):
because it existed.
Chances are there was somethingthat got you excited about it.
First, maybe you saw a friendraving about it on Facebook.
Maybe there was a limited timediscount that made you feel like
you had to act fast.
Maybe the brand had been teasingthe launch for weeks.
And you couldn't wait to getyour hands on it.
That's the power ofanticipation, buzz, and urgency.
(05:47):
They're the psychologicaltriggers that turn passive
browsing into active buying.
And without them, your launch islike a car without an engine.
It might look nice, but it's notgoing anywhere.
So what's the solution?
How can you ensure your nextlaunch has that crucial
momentum?
Speaker 49 (06:02):
The two week lazy launch method.
Enter the two week lazy launch.
The framework is simple, butvery effective.
It builds anticipation,generates buzz and creates
urgency.
It also validates your offeridea and appeals to the four
main types of buyers.
Here's how it works.
(06:23):
In the first week, you focus oncreating anticipation.
This is all about teasing yourupcoming offer, giving sneak
peeks, and hinting at somethingexciting to come.
You might do a survey to gaugeinterest, share behind the
scenes content, or start acountdown.
The goal is to get your audiencecurious and eager to learn more.
Then, in the second week, youopen the doors to your offer.
(06:46):
But you don't just slap a buynow button on your website and
call it a day.
Instead, you actively generatebuzz and urgency.
You might host a webinar, run achallenge, or offer a limited
time bonus.
You encourage your buyers toshare their excitement on social
media, and you make it clearthat this opportunity won't last
forever.
There's a deadline, and if theydon't act now, you They might
(07:09):
miss out by structuring yourlaunch in this way.
You're not just telling peopleabout your offer.
You're taking them on apsychological journey.
You're building excitement,fostering a sense of community
and social proof and motivatingthem to take action.
And the best part.
This approach works for any kindof offer, whether you're selling
(07:30):
a physical product, a digitalcourse, a service, or even
hosting a paid workshop.
The principles are universal.
So if you've been struggling toget traction with your launches,
it's time to ditch the hope andpray method.
Instead, embrace the power ofanticipation, buzz, and urgency.
In the rest of this chapter,I'll show you exactly how to
(07:52):
implement this two week lazylaunch framework, step by step.
Get ready to transform the wayyou launch forever.
Your offer deserves to be seen,celebrated, and sold out.
Let's make it happen.
All right, let's dive into thenitty gritty of how to actually
implement the three secrets toselling anything in your next
launch.
(08:12):
We'll break it down into threekey steps, creating
anticipation, generating buzzand injecting urgency.
Secret one, create anticipationweek one.
The first step is all aboutbuilding anticipation in the
week leading up to your launch.
This is your chance to get youraudience excited and curious
about what's to come.
One of the most effective waysto do this is to survey your
(08:35):
audience, ask them about theirpain points, their desires, and
what they'd love to see in yourupcoming offer.
This not only gives you valuableinsights for crafting your
offer.
But it also makes your audiencefeel heard and involved.
They'll be eager to see howyou've incorporated their
feedback.
Another key tactic is to teaseyour offer, share sneak peeks,
behind the scenes, glimpses, orcryptic hints about what's to
(08:57):
come.
You want to give just enoughinformation to pique their
interest, but not so much thatthere's no mystery left.
Think of it like a movietrailer.
A good trailer gives you atantalizing glimpse of the
story.
The characters in the action,but it doesn't give away the
entire plot.
It leaves you wanting morecounting down the days until the
movies release.
(09:18):
That's the same feeling you wantto create in your audience.
Here's a simple template.
You can use day one, float theidea.
I'm thinking about hosting aworkshop on zoom about insert
workshop topic.
Interested day three survey.
What are your biggest challengeswhen it comes to insert workshop
topic?
(09:38):
Day 5.
I'm doing it.
Looks like you guys want to knowmore about this, so I'm doing
it.
Be on the lookout next week formore details.
The goal in this first week isto grab the attention of those
spontaneous buyers.
The ones who are always drawn towhat's new and exciting.
By building anticipation, you'reusing their love of new things.
(09:58):
You're making your offer feellike a can't miss event.
Speaker 50 (10:01):
Secret two, generate buzz, week two, part one.
Once you've built that initialanticipation, it's time to open
the doors to your offer andstart generating some serious
buzz.
This is where you get peopletalking, sharing, and engaging
with your launch.
One powerful way to do this isto encourage social sharing.
Create shareable graphics, writecompelling social media posts,
(10:24):
and directly ask your audienceto spread the word.
You could even run a contest orgiveaway for people who share
your launch on social media.
Another tactic is to leverageinfluencers or affiliates.
Reach out to people withaudiences similar to yours and
ask them to promote your offer.
This can quickly expand yourreach, and add credibility to
your launch.
(10:45):
The key here is to generatethose high arousal emotions,
excitement, enthusiasm, and evena little FOMO, fear of missing
out.
A study by Jonah Berger foundthat these types of emotions can
increase social sharing by up to34%.
When people are excited aboutsomething, they naturally want
to talk about it and share itwith others.
Here's a simple timeline you canuse.
(11:07):
Day 8 Spontaneous buyers.
Okay.
You can now register for theworkshop on social media.
DM everyone who said they wereinterested.
The link to join your workshopday nine, methodical buyers,
send a FAQ email, answering allthe questions people might have
tip post the same info on socialmedia to Day 10, social proof
(11:31):
buyers.
Share a comment from someone whois excited about your offer or
share how many spots you haveleft.
Speaker 51 (11:37):
Day 12 to 14 deadline driven buyers, send a
few emails and social posts thelast two days before you close
the offer tip.
It's common for 25 to 50 percentof your sales to come in the
last 24 hours.
So keep pushing.
Speaker 50 (11:53):
This buzz phase is crucial for appealing to the
methodical researchers and thesocial proof seekers in your
audience.
The researchers will combthrough all the chatter and
information about your offer.
They'll look for signs that it'sa good investment.
The social proof seekers will bewatching.
They want to see who else isgetting excited about your
launch.
(12:13):
They want to be part ofsomething that's popular and
talked about.
Speaker 52 (12:16):
Secret three, inject urgency.
In the final days of yourlaunch, it's time to ramp up the
urgency.
This is where you push those onthe fence prospects to make a
decision by reminding them thatthe opportunity won't last
forever.
The most obvious tactic here isto set a firm deadline.
(12:37):
Make it clear that the card isclosing, the bonuses are going
away, Or the price is going upat a specific date and time.
Use a countdown timer on yoursales page to visually reinforce
that ticking clock.
Another way to create urgency isto communicate scarcity.
Highlight the limited number ofspots available.
The finite supply of a physicalproduct or the exclusive nature
(13:00):
of your bonuses.
When people feel like they mightmiss out on something special,
they're more motivated to takeaction.
It's also powerful to emphasizethe cost of inaction, remind
your audience what they stand tolose if they don't take
advantage of your offer, willthey continue to struggle with
the problem your product solves,will they miss out on a unique
(13:21):
opportunity to learn and grow,make them feel the pain of
passing up your offer.
As Jim Rohn famously said.
Without a sense of urgency,desire loses its value.
Urgency gives your offer anexpiration date, a reason to act
now instead of later.
This is the key to convertingthose deadline driven buyers.
(13:42):
These are the people who alwayswait until the last minute, who
need that extra push to finallymake a decision.
By injecting urgency into yourlaunch, you're giving them the
motivation they need to commit.
Remember, your job isn't overonce you've made the sale.
The final step is to deliver onyour promises and wow your new
customers.
(14:03):
But by using anticipation, buzz,and urgency in your launch, you
set yourself up for success.
You appeal to all four buyertypes and make your offer feel
truly irresistible.
Speaker 53 (14:15):
Today's exercise, mapping out your lazy launch
plan.
All right.
It's time to put these secretsinto action.
Grab a pen and paper, set atimer for 15 minutes, and let's
brainstorm some concrete waysyou can create anticipation,
buzz, and urgency in your nextlaunch.
First, let's think aboutanticipation.
(14:35):
How can you get your audienceexcited and curious before your
launch even begins?
Here are a few ideas to get youstarted.
Share sneak peeks.
Give your followers a behind thescenes.
Look at your process, yourproduct, or your planning.
Show them just enough to piquetheir interest, but not so much
that there's no surprise left.
(14:56):
Run a countdown, start acountdown to your launch date on
social media.
You could post daily teasers,clues, or many challenges to
keep people engaged and excited.
Tease a big revelation.
Hint that you'll make a bigannouncement.
You'll reveal something gamechanging in your upcoming
launch.
Build that sense of, I wonderwhat it could be.
(15:18):
Next, let's brainstorm someideas for generating buzz.
Once your launch is underway,host a viral challenge, create a
challenge related to your offerthat people can participate in
and share on social media.
Make it fun, engaging, andvisually shareable.
Leverage influencers.
Reach out to influencers orthought leaders in your niche
(15:40):
and ask them to share your offerwith their audience.
A shout out from a respectedfigure can lend instant
credibility and buzz to yourlaunch.
Encourage user generatedcontent.
Ask your buyers and followers toshare their experience with your
offer on social media.
You could create a brandedhashtag, run a contest for the
(16:02):
best post or feature usercontent on your own channels.
Finally, let's think about howto inject some urgency into your
launch.
Offer a fast action bonus.
Give a special bonus or discountto the first X number of buyers.
This creates a sense ofcompetition and motivates people
to act fast.
(16:22):
Use a countdown timer.
Place a visible countdown timeron your sales page, ticking down
to the moment your offer closesor your price goes up.
This visual cue is a powerfulpsychological trigger.
Emphasize scarcity.
Highlight the limited nature ofyour offer.
Is it only available to acertain number of people?
Is it a one time opportunity?
(16:44):
Make it clear that this chancewon't come again.
Now, look at your list of ideas.
Which ones feel most exciting toyou?
Which ones align best with youroffer and your audience?
Pick your top strategies foranticipation, buzz, and urgency.
And start making a plan toimplement them in your next
launch.
Remember, the goal isn't to useall of these tactics at once.
(17:07):
That could feel overwhelming forboth you and your audience.
Instead, choose the ones thatfeel most authentic and
impactful and focus on executingthem well.
The beauty of this brainstormingexercise is that it gets your
creative juices flowing.
You might come up with ideasthat are totally unique to your
business and your offer.
Trust those instincts.
(17:28):
Often, the most effective launchstrategies are the ones that
feel fresh and original.
So take this list and run withit.
Tweak these ideas to fit yourstyle, your offer, and your
audience.
Go The more you can infuse yourown personality and flair into
your launch, the more engagingand memorable it will be.
And as you implement thesestrategies, pay attention to
(17:51):
what works.
Notice which tactics generatethe most excitement, the most
shares, and the most sales.
Over time, you'll develop a finetuned sense of what resonates
with your specific audience.
Creating anticipation, buzz, andurgency is part art.
But with this brainstormingexercise, you're well on your
(18:12):
way to mastering both.
Key takeaways.
The three secrets to selling anything are
anticipation, buzz, and urgency.
When used together, they candramatically boost sales and
appeal to all four types ofbuyers.
Anticipation is about buildingexcitement and curiosity before
the launch.
Buzz is about getting peopletalking and sharing during the
(18:32):
launch.
Urgency is about motivatingimmediate action before the
deadline.
Implementing the three secretsdoesn't have to be complicated.
A simple two week lazy launchcan be highly effective in
validating your offer andgenerating sales.
Hello and welcome to the market.
(00:01):
Your message show.
I'm your host, JonathanMilligan.
And we are going through thethird book in the series.
Validate your offer.
This is an important bookbecause a lot of people will
start their business online.
And then they're trying tofigure out how do I create
(00:21):
something that people will wantand how do I do it without
wasting time?
And that's what this third bookin my book series is all about.
Now as a thank you for being aloyal podcast listener, I am
making the audio book availableone chapter at a time every
single week.
And as you're listening to this,we are currently going through
(00:43):
that.
Validate your offer.
Now, if you ever want the audiobook or you want the book or the
workbook, you can go to platformgrowth, books.com again, it's
platform, growth books.com, andyou could order one of those.
And of course, listen, as you gothrough the book or use the
workbook to implement what youhear.
(01:06):
In each episode.
So with that being said, let'sjump right in to today's
chapter.
Speaker 47 (01:12):
Chapter 15.
The Three Secrets to SellingAnything.
You're scrolling through yourTwitter feed before it became
known as X, and it's August2019.
Suddenly, you see a tweet fromPopeyes.
It's an image of their newchicken sandwich.
It has a subtle jab at theirrival, Chick fil A.
But they didn't know this tweetwould start an unprecedented
(01:33):
fast food frenzy.
Within days, the Popeyes chickensandwich was the talk of the
internet.
Social media was flooded withreviews, memes, and debates.
People were lining up for hoursjust to get a taste.
The buzz was so intense thatPopeye's locations started
running out of the sandwich.
But here's the genius part.
Instead of rushing to restock,Popeye's let the anticipation
(01:56):
build.
They made a public announcementthat the sandwich would be back
soon.
People were marking theircalendars, setting reminders,
telling their friends.
The urgency was palpable.
When that sandwich returned Youhad to be first in line.
And boy, did that strategy payoff.
(02:16):
When the sandwich made itstriumphant return in November,
people waited in lines thatwrapped around city blocks.
Drive thru lanes caused trafficjams.
Popeyes sold as many chickensandwiches in two weeks.
As they had projected to sellthrough the end of September.
The Popeye's chicken sandwichcraze is a masterclass in
selling anything.
(02:37):
It shows the three secrets,anticipation, buzz, and urgency.
They tease the product, let thepublic anticipation and social
media buzz reach a fever pitch,and then created a sense of now
or never urgency.
This chapter is all aboutharnessing those same three
secrets for your own offer.
(02:57):
Whether you're selling aphysical product, a digital
course, or a service, theprinciples are the same.
Build anticipation.
Generate buzz and createurgency.
And you'll have customers liningup virtual blocks to buy from
you.
Now you might be thinking that'sgreat for a big brand like
Popeye's, but how does thisapply to my small business?
(03:18):
The truth is these secrets work,no matter your size or industry.
They can be even more powerfulfor small businesses and
personal brands.
This is because you have theagility and personal touch that
big corporations can only dreamof.
In this chapter, we're going todive into exactly how to
implement anticipation, buzz,and urgency in your next offer
(03:40):
launch.
I'll show you how to use asimple two week lazy launch
plan.
It will test your offer idea andget your first sales.
It will also appeal to the fourmain types of buyers.
Here's the thing.
When you master these threesecrets, you're not just
creating a successful launch.
You're building a loyal fan baseof customers who are eager to
(04:03):
buy from you again and again.
You're setting yourself up forlong term sustainable success.
So get ready to take some notesbecause we're about to unlock
the psychology of selling.
By the end of this chapter,you'll have a proven plan for
turning your offer idea into asold out success.
Let's dive in.
Speaker 48 (04:21):
The missing ingredients.
Why most product launches fallflat.
Let's talk about the typicalapproach to launching a product
or service.
Most people pour their heart andsoul into creating something
amazing.
They spend weeks, months, maybeeven years perfecting their
offer.
And then when it's finallyready, they put it out into the
(04:42):
world and wait.
They post about it on socialmedia, maybe send an email to
their list and then hope thatthe sales will start rolling in.
But more often than not.
They're met with crickets.
A few nibbles here and there,but nothing like the flood of
sales they were hoping for.
So what's going wrong?
Why aren't people flocking tobuy this incredible thing you've
created?
(05:03):
The problem is that most peoplelack three key ingredients for a
successful launch.
Anticipation, buzz, and urgency.
They're relying on the inherentvalue of their product or
service to sell itself.
But the truth is, even the bestoffer can fall flat without the
right launch strategy.
Think about it.
When was the last time youbought something and Just
(05:24):
because it existed.
Chances are there was somethingthat got you excited about it.
First, maybe you saw a friendraving about it on Facebook.
Maybe there was a limited timediscount that made you feel like
you had to act fast.
Maybe the brand had been teasingthe launch for weeks.
And you couldn't wait to getyour hands on it.
That's the power ofanticipation, buzz, and urgency.
(05:47):
They're the psychologicaltriggers that turn passive
browsing into active buying.
And without them, your launch islike a car without an engine.
It might look nice, but it's notgoing anywhere.
So what's the solution?
How can you ensure your nextlaunch has that crucial
momentum?
Speaker 49 (06:02):
The two week lazy launch method.
Enter the two week lazy launch.
The framework is simple, butvery effective.
It builds anticipation,generates buzz and creates
urgency.
It also validates your offeridea and appeals to the four
main types of buyers.
Here's how it works.
(06:23):
In the first week, you focus oncreating anticipation.
This is all about teasing yourupcoming offer, giving sneak
peeks, and hinting at somethingexciting to come.
You might do a survey to gaugeinterest, share behind the
scenes content, or start acountdown.
The goal is to get your audiencecurious and eager to learn more.
Then, in the second week, youopen the doors to your offer.
(06:46):
But you don't just slap a buynow button on your website and
call it a day.
Instead, you actively generatebuzz and urgency.
You might host a webinar, run achallenge, or offer a limited
time bonus.
You encourage your buyers toshare their excitement on social
media, and you make it clearthat this opportunity won't last
forever.
There's a deadline, and if theydon't act now, you They might
(07:09):
miss out by structuring yourlaunch in this way.
You're not just telling peopleabout your offer.
You're taking them on apsychological journey.
You're building excitement,fostering a sense of community
and social proof and motivatingthem to take action.
And the best part.
This approach works for any kindof offer, whether you're selling
(07:30):
a physical product, a digitalcourse, a service, or even
hosting a paid workshop.
The principles are universal.
So if you've been struggling toget traction with your launches,
it's time to ditch the hope andpray method.
Instead, embrace the power ofanticipation, buzz, and urgency.
In the rest of this chapter,I'll show you exactly how to
(07:52):
implement this two week lazylaunch framework, step by step.
Get ready to transform the wayyou launch forever.
Your offer deserves to be seen,celebrated, and sold out.
Let's make it happen.
All right, let's dive into thenitty gritty of how to actually
implement the three secrets toselling anything in your next
launch.
(08:12):
We'll break it down into threekey steps, creating
anticipation, generating buzzand injecting urgency.
Secret one, create anticipationweek one.
The first step is all aboutbuilding anticipation in the
week leading up to your launch.
This is your chance to get youraudience excited and curious
about what's to come.
One of the most effective waysto do this is to survey your
(08:35):
audience, ask them about theirpain points, their desires, and
what they'd love to see in yourupcoming offer.
This not only gives you valuableinsights for crafting your
offer.
But it also makes your audiencefeel heard and involved.
They'll be eager to see howyou've incorporated their
feedback.
Another key tactic is to teaseyour offer, share sneak peeks,
behind the scenes, glimpses, orcryptic hints about what's to
(08:57):
come.
You want to give just enoughinformation to pique their
interest, but not so much thatthere's no mystery left.
Think of it like a movietrailer.
A good trailer gives you atantalizing glimpse of the
story.
The characters in the action,but it doesn't give away the
entire plot.
It leaves you wanting morecounting down the days until the
movies release.
(09:18):
That's the same feeling you wantto create in your audience.
Here's a simple template.
You can use day one, float theidea.
I'm thinking about hosting aworkshop on zoom about insert
workshop topic.
Interested day three survey.
What are your biggest challengeswhen it comes to insert workshop
topic?
(09:38):
Day 5.
I'm doing it.
Looks like you guys want to knowmore about this, so I'm doing
it.
Be on the lookout next week formore details.
The goal in this first week isto grab the attention of those
spontaneous buyers.
The ones who are always drawn towhat's new and exciting.
By building anticipation, you'reusing their love of new things.
(09:58):
You're making your offer feellike a can't miss event.
Speaker 50 (10:01):
Secret two, generate buzz, week two, part one.
Once you've built that initialanticipation, it's time to open
the doors to your offer andstart generating some serious
buzz.
This is where you get peopletalking, sharing, and engaging
with your launch.
One powerful way to do this isto encourage social sharing.
Create shareable graphics, writecompelling social media posts,
(10:24):
and directly ask your audienceto spread the word.
You could even run a contest orgiveaway for people who share
your launch on social media.
Another tactic is to leverageinfluencers or affiliates.
Reach out to people withaudiences similar to yours and
ask them to promote your offer.
This can quickly expand yourreach, and add credibility to
your launch.
(10:45):
The key here is to generatethose high arousal emotions,
excitement, enthusiasm, and evena little FOMO, fear of missing
out.
A study by Jonah Berger foundthat these types of emotions can
increase social sharing by up to34%.
When people are excited aboutsomething, they naturally want
to talk about it and share itwith others.
Here's a simple timeline you canuse.
(11:07):
Day 8 Spontaneous buyers.
Okay.
You can now register for theworkshop on social media.
DM everyone who said they wereinterested.
The link to join your workshopday nine, methodical buyers,
send a FAQ email, answering allthe questions people might have
tip post the same info on socialmedia to Day 10, social proof
(11:31):
buyers.
Share a comment from someone whois excited about your offer or
share how many spots you haveleft.
Speaker 51 (11:37):
Day 12 to 14 deadline driven buyers, send a
few emails and social posts thelast two days before you close
the offer tip.
It's common for 25 to 50 percentof your sales to come in the
last 24 hours.
So keep pushing.
Speaker 50 (11:53):
This buzz phase is crucial for appealing to the
methodical researchers and thesocial proof seekers in your
audience.
The researchers will combthrough all the chatter and
information about your offer.
They'll look for signs that it'sa good investment.
The social proof seekers will bewatching.
They want to see who else isgetting excited about your
launch.
(12:13):
They want to be part ofsomething that's popular and
talked about.
Speaker 52 (12:16):
Secret three, inject urgency.
In the final days of yourlaunch, it's time to ramp up the
urgency.
This is where you push those onthe fence prospects to make a
decision by reminding them thatthe opportunity won't last
forever.
The most obvious tactic here isto set a firm deadline.
(12:37):
Make it clear that the card isclosing, the bonuses are going
away, Or the price is going upat a specific date and time.
Use a countdown timer on yoursales page to visually reinforce
that ticking clock.
Another way to create urgency isto communicate scarcity.
Highlight the limited number ofspots available.
The finite supply of a physicalproduct or the exclusive nature
(13:00):
of your bonuses.
When people feel like they mightmiss out on something special,
they're more motivated to takeaction.
It's also powerful to emphasizethe cost of inaction, remind
your audience what they stand tolose if they don't take
advantage of your offer, willthey continue to struggle with
the problem your product solves,will they miss out on a unique
(13:21):
opportunity to learn and grow,make them feel the pain of
passing up your offer.
As Jim Rohn famously said.
Without a sense of urgency,desire loses its value.
Urgency gives your offer anexpiration date, a reason to act
now instead of later.
This is the key to convertingthose deadline driven buyers.
(13:42):
These are the people who alwayswait until the last minute, who
need that extra push to finallymake a decision.
By injecting urgency into yourlaunch, you're giving them the
motivation they need to commit.
Remember, your job isn't overonce you've made the sale.
The final step is to deliver onyour promises and wow your new
customers.
(14:03):
But by using anticipation, buzz,and urgency in your launch, you
set yourself up for success.
You appeal to all four buyertypes and make your offer feel
truly irresistible.
Speaker 53 (14:15):
Today's exercise, mapping out your lazy launch
plan.
All right.
It's time to put these secretsinto action.
Grab a pen and paper, set atimer for 15 minutes, and let's
brainstorm some concrete waysyou can create anticipation,
buzz, and urgency in your nextlaunch.
First, let's think aboutanticipation.
(14:35):
How can you get your audienceexcited and curious before your
launch even begins?
Here are a few ideas to get youstarted.
Share sneak peeks.
Give your followers a behind thescenes.
Look at your process, yourproduct, or your planning.
Show them just enough to piquetheir interest, but not so much
that there's no surprise left.
(14:56):
Run a countdown, start acountdown to your launch date on
social media.
You could post daily teasers,clues, or many challenges to
keep people engaged and excited.
Tease a big revelation.
Hint that you'll make a bigannouncement.
You'll reveal something gamechanging in your upcoming
launch.
Build that sense of, I wonderwhat it could be.
(15:18):
Next, let's brainstorm someideas for generating buzz.
Once your launch is underway,host a viral challenge, create a
challenge related to your offerthat people can participate in
and share on social media.
Make it fun, engaging, andvisually shareable.
Leverage influencers.
Reach out to influencers orthought leaders in your niche
(15:40):
and ask them to share your offerwith their audience.
A shout out from a respectedfigure can lend instant
credibility and buzz to yourlaunch.
Encourage user generatedcontent.
Ask your buyers and followers toshare their experience with your
offer on social media.
You could create a brandedhashtag, run a contest for the
(16:02):
best post or feature usercontent on your own channels.
Finally, let's think about howto inject some urgency into your
launch.
Offer a fast action bonus.
Give a special bonus or discountto the first X number of buyers.
This creates a sense ofcompetition and motivates people
to act fast.
(16:22):
Use a countdown timer.
Place a visible countdown timeron your sales page, ticking down
to the moment your offer closesor your price goes up.
This visual cue is a powerfulpsychological trigger.
Emphasize scarcity.
Highlight the limited nature ofyour offer.
Is it only available to acertain number of people?
Is it a one time opportunity?
(16:44):
Make it clear that this chancewon't come again.
Now, look at your list of ideas.
Which ones feel most exciting toyou?
Which ones align best with youroffer and your audience?
Pick your top strategies foranticipation, buzz, and urgency.
And start making a plan toimplement them in your next
launch.
Remember, the goal isn't to useall of these tactics at once.
(17:07):
That could feel overwhelming forboth you and your audience.
Instead, choose the ones thatfeel most authentic and
impactful and focus on executingthem well.
The beauty of this brainstormingexercise is that it gets your
creative juices flowing.
You might come up with ideasthat are totally unique to your
business and your offer.
Trust those instincts.
(17:28):
Often, the most effective launchstrategies are the ones that
feel fresh and original.
So take this list and run withit.
Tweak these ideas to fit yourstyle, your offer, and your
audience.
Go The more you can infuse yourown personality and flair into
your launch, the more engagingand memorable it will be.
And as you implement thesestrategies, pay attention to
(17:51):
what works.
Notice which tactics generatethe most excitement, the most
shares, and the most sales.
Over time, you'll develop a finetuned sense of what resonates
with your specific audience.
Creating anticipation, buzz, andurgency is part art.
But with this brainstormingexercise, you're well on your
(18:12):
way to mastering both.
Key takeaways.
The three secrets to selling anything are
anticipation, buzz, and urgency.
When used together, they candramatically boost sales and
appeal to all four types ofbuyers.
Anticipation is about buildingexcitement and curiosity before
the launch.
Buzz is about getting peopletalking and sharing during the
(18:32):
launch.
Urgency is about motivatingimmediate action before the
deadline.
Implementing the three secretsdoesn't have to be complicated.
A simple two week lazy launchcan be highly effective in
validating your offer andgenerating sales.
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